The single most common cause of a disappointing fit-out is not a bad shopfitter — it is a bad brief. When the brief is vague, the shopfitter fills the gaps with assumptions. Some of those assumptions will be right. Some will not. And by the time you realise, you are mid-project with a change order and a delay.
A good brief takes thirty minutes to write. It saves weeks of back-and-forth, reduces the risk of scope creep, and gets you a more accurate quote from day one.
Here is the framework OLLYWOOD gives every new client.
The Eight Things Your Brief Should Cover
1. The Space
Address, unit size (square metres), floor plan if available, ceiling height, any structural constraints (columns, services runs, awkward corners). A simple sketch is fine. An architectural drawing is better.
2. The Brief in One Sentence
What is this space trying to achieve? “A high-end retail kiosk for a premium cookie brand at Westfield.” “A yoga studio and café that needs to feel serene but also sell merchandise.” One clear sentence. If you cannot write it in one sentence, the brief needs more thinking.
3. The Brand
Logo, brand guidelines if you have them, and — most importantly — three words that describe how you want the space to feel. If you have reference images (Pinterest, Instagram, competitor spaces you admire), share them.
4. The Functional Requirements
What needs to happen in this space? Counter space for X staff? Changing rooms? Storage? Display capacity for Y products? Point of sale? Technology integration? List everything that needs to work, regardless of how it looks.
5. The Landlord Context
Is this a managed retail destination with landlord approval requirements? If so, who is the landlord? Have you already received fit-out guidelines? Is there a preferred or required contractor list?
6. The Budget
Be honest about your budget. A good shopfitter will tell you what is achievable within it — and they will tell you if it is not enough to do the job properly. Hiding the budget does not help anyone. It just means you get a quote that does not reflect reality.
7. The Timeline
When do you need to be trading? Work backwards from that date, allowing time for design, landlord approval (if required), manufacture, and installation. Be realistic. The best shopfitters are always in demand.
8. The Decision-Making Process
Who needs to sign off on designs? Is there a board, an investor, or a franchisor whose approval is required? Understanding this upfront means the shopfitter can structure the design process to accommodate your governance.
What Happens Next
When you send a brief like this to OLLYWOOD, we can come back to you with an initial response, a realistic budget indication, and a proposed timeline within a few days. No vague ranges. No caveats. Just a straight answer.
Ready to start? Get in touch with the team in Cardiff.
Ready to Build Something Exceptional?
OLLYWOOD designs, manufactures and installs commercial spaces across the UK. Tell us about your project and we will come back with a clear plan and an honest quote.